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Posts tagged ‘change management’

31
Oct

CMO’s and CIO’s: Marketing needs Partnerships with IT

cmo-and-it-partnership-needed

In most organizations, digital marketing grew up in a silo, separate from the rest of the marketing department. That’s because initially digital touch-points like websites, email and online advertising were not seen as the heart of the business.

But today the world has changed.

Digital channels, content and technology are influencing people’s buying decisions in all markets, at every stage of the customer life-cycle.

In this blog post I want to share you my thinking on how IT and marketing should forge a partnership to keep up with the challenges of the modern organization, doing business in an evermore digitalizing world. Read more »

4
Sep

Digital Marketing Transformation – 3 Strategic Pillars of Change

digital_marketing_transformation_pillars_of_change

 

Marketing in the eyes of CMO’s is becoming increasingly complex. Embracing this complexity is not easy, as it requires changes in your organization, skill-set and technology. Embracing this change requires a digital marketing transformation.

But it’s a necessary change: the technology revolution and the increasing power of large dominant internet players are forcing modern CMO’s to rethink their strategy.

The action required required boils down to 3 strategic pillars of change:

  1. building a customer centric organization
  2. Introducing a broad new skillsets
  3. Investing in backbone marketing technology

 

Let’s take a deep dive in each of these strategic pillars of change…

Read more »

17
Apr

The CMO’s Guide to Digital Marketing Organization Structures

CMO_guide_to_digital_marketing_organization_structures

Digital is everywhere. As a result, the pressure on leadership is increasing to redesign the marketing organization structure towards more customer centricity, customer experiences, data driven and personal marketing.

Marketing leadership is reacting by investing in new concepts such as content marketing, inbound marketing, marketing automation and (big) data marketing. But without the right organization, any of these new concepts is set for failure.

But today’s modern marketing organization is complex, and requires purposeful planning and a combination of talent, technology, and consumer insights in order to have a positive impact on the company’s bottom line.

In this blog post, I want to explore how you can structure your marketing organization, and answer the following questions:

  • what skill-sets and profiles do you need?
  • what organization structure do you need?
  • what new functions and teams do you need?
  • how will departments work together in new agile ways?
  • how do you structure for content marketing?
  • how do you organize for agile marketing operations?

Read more »

30
Sep

5 Big Fundamentals of Digital Marketing Transformation

charles darwin_digital marketing transformationTransforming a marketing organization to embrace digital marketing requires change. Some companies seem to make this transition seamlessly, and other are struggling.

The dream of agile marketing operations, 1-1 marketing, digital customer experience, intelligent marketing technology and digital customer journeys seem to be impossible to reach.

What are some of the big fundamentals driving digital marketing transformation?

In this blog post I discuss 5 critical “must-do’s” to get organized for Digital Marketing Transformation.

 

But organizing for digital marketing transformation is not without its challenges…

Read more »

26
Aug

How to become a digital marketing organization?

digitally empowered buyersBuyers today have become more digitally empowered than ever.

It’s changing their buying behavior, which provides new challenges to those aspiring a digital marketing organization.

In this blog post I’ll cover:

  • the overarching reasons why marketing must change to keep up with changing buyer behavior 
  • how certain marketers are trying to trick the system, without any chance to success
  • why marketers are loosing ground against the digital adoption speed of buyers
  • what roadblocks you need to overcome to become a digital marketing organization

And at the end of the post, I’ll cover

  • 19 specific changes you can make in terms of organization, technology and tools, so you can become a digital marketing organization.

Read more »

30
Apr

9 Key Change Management Essentials for Epic Content Marketing

change management essentials for content marketing

What change is needed in an organization to be successful with content marketing?

Answering todays marketing challenges is a daunting task for most of us.

Not only is marketing increasingly becoming a digital environment, marketing itself is changing. Buyers demand value on top of existing products and services. They want you to inspire them, educate them, and entertain them.

Embracing a content marketing culture is the first step towards becoming a social business. It is the first step to creating marketing that people actually want.

It requires great, or small changes, depending on your current corporate culture:

  • from outbound to inbound
  • from self-centric to meaningful
  • from classic to digital
  • from art to science

Here are some of the key change management essential ingredients you need to take into account when changing a company towards a content marketing culture:

  1. assess your marketing maturity
  2. corporate and leadership alignment
  3. embed openness and authenticity
  4. embrace new customer centric processes
  5. employee activation and skills transfer
  6. internal communication
  7. quick-wins planning
  8. content quality gate-keeping
  9. embedding the change

Read more »

20
Jan

How to Embrace Digital, Social and Content as a Company?

20131113_Embrace_Digital_Social_and_Content_as_a_company_Slideshare_version_pptxThe reactions where heartwarming. Although I knew I had a nice story, I didn’t expect these fantastic reactions.

A couple of week ago I presented to around 60 B2B decision makers. The topic was basically about the biggest challenges of marketers today, and how they can solve these challenges.

When I posted a trimmed down version of my presentation on Slideshare, I got another happy surprise. It got voted “presentation of the day” on Slideshare. I think that’s pretty cool. And that my friends, as you can imagine, made me a little bit proud and totally made my day.

Here’s what I presented… Read more »

10
Dec

How do you become a C-Level Digital Marketer?

C-level digital marketer

RU Ready for C-level?

I was really impressed. On his business card it said “Chief Social Media Officer”. He worked for a rather big, international company.

He told me he was busy with an impressive social media project, and was full of “influencer marketing”, “sentiment analysis” and “advocate” marketing. They were active on Facebook, Twitter, LinkedIn and Pinterest.

Wauuwww.

Just until I asked him how many tweets per week he was getting from customers. Then it became quiet. “Euhh, one or two” he answered. “But we are only starting to be active” he added quietly.

When I checked their Twitter stream just now, their latest Twitter post dated of one month ago. LinkedIn hadn’t been updated the last year, and they had 18 followers on Pinterest.

Everything is difficult in the beginning, you think, and it takes a while to grow a following, right? They had been active for 5 years on Facebook.

And when I check what they publish on online, mainly promotions and news about their own company and products, then it doesn’t surprise me they only have a handful of followers. Read more »

5
Nov

“You have to” versus “You Should” Marketing

marketing patchwork

Are you into “marketing patchwork” ?

You have to do social. You have to do mobile. You have to do content. You have to do inbound. You have to do digital. You have to do blogging. You have to do thought leadership. You have to do SEO. You have to do Apps. You have to do customer experience. You have to do context. You have to do community. You have to do gamification.

You have to be home on time.

You have to do Buyer Personas. You have to do brand journalism. You have to do opt-in. You have to do authenticity. You have to do collaboration. You have to do 1-1. You have to do collaboration. You have to do analytics. You have to do big-data. You have to do automation. You have to do Social CRM. Read more »

18
Oct

How to get started with Content Marketing in B2B? The Educated Approach

well educated in content marketing

In order to be successful and rise above the clutter, serious B2B companies are starting to pay more and more attention to content marketing.

B2B companies devote large budgets to placing ads in industry publications or building large and expensive booths at trade shows. With marketing budgets under pressure, and with classic marketing techniques being less and less efficient, being found and being relevant to buyers has become the mantra of many marketers.

If content marketing is becoming critical to your company, it is time to start taking it seriously.

This blog post is not intended to give you a step-by-step detailed guide on how to do this. There are many great resources out there.

It does however try to guide you on what you should do before diving into developing your own content marketing strategy. Read more »